Concept: The Lazy Farmer

by Theresa Christine Johnson on 07/24/2015 | 4 Minute Read

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“You say lazy, I say patient.” We’re loving this funny and clever packaging concept idea of dried foods from Simen Wahlqvist. The Lazy Farmer is a line of dried snacks that are packed full of humor. By creating the story that the farmer for the products has little ambition, and therefore his foods all age and get dried up, consumers have an endearing and comical character that connects them to the brand.

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A snoozing, shirtless farmer is on the front of each package, ignoring and sitting atop images of fresh, perfectly ripe foods. The bags almost have a weathered look to them, and the sides are clear to allow buyers to take a peek inside at the final product. Two fonts are used: Whoopass and Courier Bold, which complement each other well. The Lazy Farmer products only list the necessary information on the back, including nutrition facts and ingredients, keeping the appearance simple. The brand combines bright colors, humor, and a story effectively.

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Each snack has a seemingly negative adjective associated with it, like “musty” or “dusty,” but paired an image of some mouthwatering dried mango slices or beef jerky, for example, this creates irony — almost as if the farmer believes he is selling a bad product that’s been sitting around too long. The top of the bag tears off easily and reseals with a simple zip closing, which is perfect for lazy eaters who just want to have a tasty mid-day snack!

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Designed by Simen Wahlqvist

Country: Norway

City: Oslo

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